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A blog with a daily splash of vintage swimwear, vintage fashion, news, designer profiles and all things retro.

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Tuesday, September 3, 2013

Jantzen Debuts the Shouldaire Sun Suit - Vintage Swimsuit Advertisement from 1930

Jantzen created the Shouldaire swimming suit in 1930. Tanning and sunning became a huge fad after Chanel came back from her European travels with a healthy glowing tan. How smart was it for Jantzen, a leading swimwear manufacturer at the time, to develop and produce a 'new' style of swimsuit to match the craze. Introducing the Shouldaire, the sun suit which has extra straps to tie so you could let down the shoulder straps of your bathing suit for tanning. Just one of the many ingenious products they launched to keep abreast with the times. I love that she's reading a magazine which just happens to feature another of their fabulous ideas, The Red Diving Girl.

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